Introduction
Franchise may seem like ordinary figures in the industry, but they are crucial partners for businesses. It is through their silent dedication that companies and brands achieve some level of success and market recognition.
The “Zuliz Distributor Series Stories” aims to engage with the outstanding Franchise of Zuliz elderly shoes, recount their entrepreneurial journeys, share sales techniques, and explore promising business opportunities.
Within these stories, you may find some success secrets, touching narratives, or discussions about the pitfalls they encountered along the way. It is hoped that these stories will offer you inspiration and reflection.
Zuliz Distributor at Nan Da Street, Xinjiekou, Beijing – Fan Guangqin
On the day I met Sister Guangqin, there was a grandmother in a wheelchair in the store selecting shoes.
The elderly grandmother moved slowly due to her limited mobility, but Sister Guangqin and the store staff displayed immense patience, meticulously assisting her from recommending styles to comparing sizes, leaving no detail overlooked.
In this setting, they were accustomed to such scenes, as they were not uncommon in the bustling Nan Da Street at Xinjiekou, Beijing, where elderly people frequently gather.
The Zuliz elderly shoe store where Sister Guangqin works is located on Nan Da Street in Xinjiekou, West City District of Beijing. Situated near the Xinjiekou subway station to the west, with a constant flow of people daily; facing Xinjiekou Department Store to the south, creating a vibrant atmosphere; and bordered by the Xinjiekou Urban Forest Park to the north, a lush greenery surrounds the area. The convenient transportation and excellent geographical location make this spot highly favorable. Whether it’s hurried pedestrians, leisurely shopping seniors, or elderly couples strolling in the park, all can easily spot this store.
Subsequently, they may push open the door and take a stroll inside.
Growing from the Dashilan store, maturing in the Xinjiekou store.
Sister Guangqin, originally from Anhui, came to Beijing in her early twenties and explored various professions in the city. She humorously remarked, “I’ve sold leather shoes in malls, worked in sales, handled business, and personnel matters in companies; I’ve experienced it all.”
In 2018, she took notice of the Zuliz brand and officially became part of the Zuliz elderly shoe team in November. Starting as an intern store manager at the Zuliz Temple of Heaven store, as the company expanded its operations to open a direct store in Dashilan, she also “marched” to the Dashilan store. Starting as an assistant store manager, she eventually rose to the position of store manager.
Growing from the Dashilan store, maturing in the Xinjiekou store.
The Dashilan store was a shining moment for Zuliz’s direct-operated elderly shoe store, achieving remarkable daily sales exceeding 100,000, surpassing other stores by a significant margin.
Its success was not only due to its meticulously selected location – a spacious area of over 100 square meters in a high-traffic area but also its precise understanding of the surrounding customers’ needs. Whether it be tourists from afar or residents near Dashilan, after a tiring day of exploring, buying a comfortable pair of Zuliz elderly shoes was just the right touch.
As a witness and participant in this glorious period, Sister Guangqin gained a deeper understanding of the company’s core values. She not only accumulated rich experience in management and service but also continually enhanced her skills during this process.
In 2021, due to special circumstances leading to a significant decrease in tourists, the Dashilan store struggled to sustain its operation with the high rent costs.
Faced with this situation, the entire company made a strategic adjustment to transform the direct-operated model into a partner franchise model. Sister Guangqin also faced many uncertainties. However, she swiftly made a decision to continue with Zuliz. Reflecting on that time, she recalled, “Finding a job was not easy at that time, and I had been with Zuliz for so many years, so I knew the brand very well. The company’s policies were also good at that time. After inspecting several locations, I finally took over the Xinjiekou store.”
Providing heartfelt service to loyal customers and warmly welcoming new customers.
In Sister Guangqin’s eyes, whether they are “loyal customers” or “new customers,” every customer deserves attentive care.
The Xinjiekou store managed by Sister Guangqin is surrounded by dense alleyways and numerous old communities, naturally attracting a significant number of elderly customers. Many customers keep the store’s phone number and call whenever they need new shoes as the seasons change. Sister Guangqin and her staff actively maintain these loyal customers, informing them of new products through WeChat or phone calls.
Based on this positive interaction, phrases like “Let’s take a stroll at Zuliz” and “Let’s see what new products they have” have become common among loyal customers. Many customers have praised, “Their shoes are really comfortable” and “I always buy two pairs every time I visit.”
This diverse feedback has gathered into excellent word-of-mouth among nearby residents for Sister Guangqin’s Zuliz store. Over time, the staff has become very familiar with the loyal customers. Whenever they visit, regardless of making a purchase, the staff warmly engages in conversation with them.
Of course, Zuliz’s doors are always open to everyone, including new customers attracted while shopping at Xinjiekou Department Store.
“Many elderly people come specifically to our store, some even travel from Tongzhou and Daxing,” Sister Guangqin further explained the local demographics, “They grew up in the city, so they are very familiar with Xinjiekou. Some elderly, around 70 years old, moved out due to urban redevelopment, but they still remember this place and often take the bus back here to shop.”
Xinjiekou Department Store opened in 1959 and has a 65-year history. Visiting the old state-run stores for clothes and then heading to Zuliz for shoes has become a routine for some customers.
Additionally, Zuliz’s socks have attracted the attention of many young people. Sister Guangqin mentioned, “Zuliz’s socks are indeed very comfortable, of good quality, and at 10 yuan for two pairs, they are quite affordable. It’s challenging to find such high-value socks on e-commerce platforms or other stores.”
“Nobody has it easy; exchange sincerity with sincerity.”
Sister Guangqin’s store follows a “1+3” model, with her and three staff members working together. After years of experience, they have accumulated rich knowledge in customer service, sales, and fitting shoes, with each capable of handling tasks independently.
Understanding customer needs and learning to empathize.
In the Xinjiekou store, Sister Guangqin fully embodies the company’s values of “Customers are like parents, customers are friends,” and exceeding service expectations. Details like offering water upon entry and providing exceptional service have become second nature for each staff member. Sister Guangqin has a clear understanding of these principles advocated by the company. She often emphasizes to her staff, “Why do customers choose to shop at our store? We need to empathize, understand their needs. First, we must show them the shoes directly; secondly, we need to provide excellent service. Only when customers approve of our service attitude will they be willing to make purchases here.
Buying things nowadays is incredibly convenient; people can easily shop online and have items delivered to their doorstep. If the items don’t fit, there’s even insurance for returns and refunds. So why do customers still come to our physical store? For the elderly, they prefer to touch and feel the actual products themselves and also hope to receive a good service experience. If they don’t approve of our service, even if they see the products, they might choose to buy online after returning home.”
With this understanding, Sister Guangqin requires each staff member to have a high level of service awareness. Some elderly customers are empty-nesters, with few interactions at home. When they visit the store, the staff engages them in conversation, helps clean their shoes, and offers them water. The hearts of the elderly are tender; many times, their family members may not do these things for them, but a small gesture from the staff can touch them and boost sales.
As a result, the Xinjiekou store has a large number of loyal customers. Sister Guangqin and the staff can almost call out each loyal customer’s name. Over time, emotions have flowed between them, and sometimes customers bring small gifts as tokens of appreciation, expressing recognition for the store in different ways.
Giving equal treatment to receive wholehearted dedication.
The personnel at Sister Guangqin’s store are very stable, with one staff member starting to work with her since the Dashilan store, where they established a profound understanding.
Regarding her position as a middle-aged woman in the workplace, Sister Guangqin feels somewhat helpless. She observed that the employment environment in the service industry is increasingly favoring a younger demographic. Women around forty years old selling goods in malls may face restrictions and often have to opt for supermarket jobs, with income typically around four to five thousand yuan, which is challenging for living in a big city like Beijing.
“I told them, our expectations are not about making big money but ensuring everyone has a stable job and receives decent wages. During peak seasons, they can earn over 10,000 each month.” Sister Guangqin stated earnestly, “Only by providing appropriate wages can we receive wholehearted dedication from them.”
A good boss can often cultivate dedicated employees who are eager to improve. The staff indeed works very hard, arriving at the store every morning around eight or nine and staying until nine or ten at night. Sister Guangqin also works tirelessly all year round, hoping to achieve higher performance each day.
Over the years, Sister Guangqin and the three staff members have maintained a harmonious relationship, with no internal competition or conflict over performance. Each person fulfills their role, collectively ensuring the store runs smoothly.
Facing the unknown and challenges, embracing best-selling products and opportunities.
In November of this year, the government issued a notice that the area near Xinjiekou would undergo comprehensive upgrades, including replacing all merchant signs. While this initiative will enhance the overall environment, it also means that Sister Guangqin’s store may temporarily experience a decrease in customer traffic.
Despite these challenges, Sister Guangqin remains positive. She plans to use new advertising methods, such as TikTok, to attract more customers and continue providing excellent customer service. She firmly believes that by taking one step at a time, good results will eventually come.
Recently, Sister Guangqin returned from attending a super best-selling product launch event in Chengdu. She ordered some of the brand’s new “Leap Month Shoes” and was delighted with the surprises. “The overall shoe designs for next year are really good, especially the Leap Month Shoes and retro shoes; they are so innovative. I even want to buy a pair for myself and hope to receive them soon.” The introduction of these new products will offer customers near Xinjiekou fresh choices.
Operating her store in a prime location in Beijing, Sister Guangqin shoulders significant responsibilities. She wakes up every day with financial concerns; rent, utilities, salaries, and various costs all pressuring her, requiring careful consideration in every aspect to ensure the store’s stable operation. She hopes that through her efforts, she can not only deepen the Zuliz brand in people’s hearts but also bring more comfort and satisfaction to customers.
Xinjiekou in Beijing sees a constant flow of people, where ancient and modern trends intersect, numerous shops line the streets, and standing amidst them is Sister Guangqin, traversing the journey with Zuliz over the past decade, heading towards the next chapter.
In conclusion:
Amid the widespread discussion on consumer downgrading, it is essential to note that consumer downgrading does not mean people are abandoning their pursuit of quality. In reality, consumers now value the value of products more. Additionally, with the acceleration of society’s aging, the demand for comfortable elderly shoe products continues to rise. From the perspectives of product positioning and market trends, Zuliz demonstrates significant potential to rise above the current wave.
